NEW YORK: U.S. ad spending fell 11.5 percent in the
first three quarters of 2009, compared to the same time period in 2008, Nielsen
said today. Preliminary figures show that expenditures fell $10.9 billion to a
total spend of $83.4 billion in the first nine months of the year.

Only three categories measured showed growth--cable TV, Spanish-language cable
and free-standing insert coupons. All other media forms posted declines,
including the Internet.

Terrie Brennan, senior vice president for Nielsen’s new business development
said TV was faring better than print media.

“For example, local newspapers have seen 12,000 fewer advertisers in their
pages in 2009,” Brennan said. “Meanwhile, nine of the top 10 cable TV
advertisers have increased their spending in the medium so far this year.”

Nielsen said the automotive sector continued to be the top ad-spending category
through the first three quarters of 2009, despite a nearly 31 percent decline.
Pharmaceutical placed a far second with a 4.6 percent decline. Only two
categories in the top 10 showed growth--Direct Response Products and Quick
Service Restaurants.